New study explores annual reports vs. social media in corporate communications
A new study explores how organizations manage communication priorities using annual reports and social media for employer branding.
The findings were featured in “A qualitative comparison of agenda-building efforts between an organization’s employer branding and annual reports” by two University of Florida College of Journalism and Communications (UFCJC) 2024 doctoral graduates, University of North Carolina Chapel Hill Assistant Professor Renee Mitson and Auburn University Assistant Professor Eliana Dubosar, UFCJC Public Relations Professor and Executive Associate Dean Spiro Kiousis and Universidad de los Andes in Chile Assistant Professor Pablo Mino. The article was published in the Journal of Communication Management on Dec. 11, 2025.
The authors used a variety of channels to position their strategic content to external and internal stakeholders. With greater access to organizational information than ever before, stakeholders were able to compare multiple pieces of content from a single organization with ease.
According to the authors, “Our findings contribute to the study of agenda-building both methodologically and theoretically. First, we ultimately propose the expansion of agenda-building by setting the groundwork for an exploratory sequential analysis mixed methods framework. By utilizing qualitative thematic analysis, we speak to a change in the formation of an agenda-building study and provide a new means to conduct third-stage agenda-setting analysis.”
They add, “The study concludes by discussing the risks of incongruent organizational communication for effective relationship management, transparency and trust, and proposes why different information subsidies may appeal to the unique needs of their assumed audiences.”
Category: Alumni News, College News
Tagged: Corporate Communications Eilana Dubosar Renee Mitson Spiro Kiousis
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